Albertsons’ private-label organic brand, O Organics, has reached $1 billion in sales. The chain has announced its plans to introduce approximately 500 new products to the 1,000-plus item line this year.
The brand already encompasses selections in several categories including fresh produce, eggs, milk, milk alternatives, yogurt, meats, bread, coffee, snacks, and baby food. The organic brand is known for its competitive prices within the organic market.
“Everyone should have the opportunity to go organic – whether you are selectively choosing a few organic products or you have fully embraced eating organics,” Geoff White, President of Albertsons Companies’ Own Brands, said in a news release. “Introducing new and certified organic products for every eating occasion is a great example of how we are constantly delivering and staying ahead of consumer trends.”
Food Dive reports that Kroger’s recent announcement to expand its own 1,500-item natural line, Simple Truth, “may have played a role in Albertsons’ decision to ramp up O Organics.”
Albertsons already expanded the O Organic line in 2017, adding about 200 new products and growing sales more than 15 percent.
O Organics was one of the first private-label organic brands in the country when it was launched by Safeway in 2005. Albertsons acquired Safeway in 2015.
In addition to its announcements about its organic line, Albertsons also recently announced the opening of an upgraded fuel center and convenience store concept in Boise selling prepared deli foods, cut produce, salads, and cold-brew coffee. This announcement aligns with a trend of convenience stores offering healthier options, such as 7-Eleven, which recently announced the unveiling of a cold-pressed juice line.
The new convenience store, which Albertsons spokeswoman Kathy Holland described to Supermarket News as “modern and classy,” is currently the only one of its kind. Holland noted, however, that the chain would be reviewing opportunities to open similar stores.
Albertsons Companies operates stores in 35 states and the District of Columbia under banners including Albertsons, Safeway, and Star Market. Albertsons also operates New York City meal kit company Plated.
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